Advances in Digital Technologies are pushing toward the digital transformation of every sphere of human activity and knowledge. AI has been identified as one of the main factors of transformation of the company with a transversal scope to the different sectors of economic life and work that seems to have no analogy with what happened during the previous technological revolutions (Dagnino, CNEL 3, 2024; Gudergan and Mugge, Hawaiian international conference of system science, Whitepaper, 2017). In this era of the digital transformation of society, this work intends to answer the question about the way in which business incubators, and in particular the startup studios, pay attention to the territory. We know that a startup studio is a kind of company creators. They solve real problems by combining great business ideas with the best entrepreneurial talent to execute those ideas. The studios then test these ideas and support them with funding and resources to launch and grow powerful and scalable startups. The research will investigate the presence of the issue of social sustainability, environmental and governance in the values pursued and processes employed by the Italian startup studios to build new companies, therefore in general in the definition of their business models, also taking into account the disturbing and falsificatory phenomenon of greenwashing. Avoiding greenwashing is a key element in building a resilient and sustainable business model over time (Digital360, https://www.esg360.it/environmental/esg-tutto-quello-che-ce-da-sapere-per-orientarsi-su-environmental-social-governance , 2023). The ambition would be to check whether the statements of principle follow concrete ESG-oriented actions in the creation of new companies launched by the startup studios.